Paper Contents
Abstract
This research explores the role of Artificial Intelligence (AI) in personalizing digital marketing strategies, focusing on its impact on customer engagement, trust, and privacy concerns. Data was collected via online surveys to analyse consumer and marketer perceptions of AI-driven personalization. Findings indicate that AI enhances customer experience through tailored recommendations and real-time interactions but raises significant ethical challenges, including data privacy and algorithmic bias. The study highlights the need for transparency, ethical AI practices, and balanced personalization to sustain consumer trust. Recommendations include improving transparency, addressing privacy concerns, and investing in unbiased AI models. Keywords: Artificial Intelligence, Digital Marketing, Personalization, Customer Engagement, Data Privacy, Ethical AI
Copyright
Copyright © 2025 Shreesh Hebbar. This is an open access article distributed under the Creative Commons Attribution License.
